Jenny Chan 陳詠欣
Dec 19, 2013

Beyond boring: B2B marketers inch toward storytelling

SHANGHAI – B2B audiences are made up of human beings, although you wouldn't know it by looking at most marketing directed towards them. Now, more folks are asking why B2B marketing shouldn't use the same storytelling tools proven to work in the B2C space.

Brokeface dramatised the anguish of broken electronics

There's no fooling ourselves Business-to-business B2B marketing is boring. Or at least many people see it that way. And admittedly, many B2B products have the boring’ moniker stamped all over them COBOL programming tools, anyone. Yet as homo sapiens, we all evolved telling stories sitting around a bonfireeven corporate buyers. So it's no wonder that a slow saunter away from rational, sales-driven, transaction-oriented activities in B2B marketing is underway.

“Engagement, not selling,...

To continue reading this article you need to be registered with Campaign. Registration is free and only takes a minute. Register Now or sign in below if you already have an account.

Existing users sign in here

Forgotten Password?

Having trouble signing in?

Contact Customer Support at
cs@haymarket.asia
or call+852 2122 5227

Subscribe

Why Subscribe?

  • Campaign Asia-Pacific online premium content* including in-depth monthly focus on key trends and industry issues
  • Unlimited website access*, and an archive of more than 70,000 articles
  • Regular value-added supplements including brand health checks, sector studies, ad critiques and research charts
  • Daily newsletters and breaking story alerts straight to your inbox
  • New weekly feature articles on the latest research, innovation and marketing trends
  • Be the first to hear about industry events

or call +852 2122 5227
or email subscriptions@campaignasia.com

Campaign Jobs

Follow us

Top news, insights and analysis every weekday

Sign up for Campaign Bulletins

Related Articles

Just Published

Premium
Dentsu's trial nears conclusion with admission of guilt
Premium
18 hours ago

Dentsu's trial nears conclusion with admission of guilt

The company ignored a culture of illegal overtime, the president has acknowledged.

Premium
Spikes Asia 2017: Innovation shortlist
Premium
1 day ago

Spikes Asia 2017: Innovation shortlist

The shortlisted entrants will present their work on the opening day of next week's festival.

Premium
Content and production network CreativeDrive Asia opens in Singapore
Premium
1 day ago

Content and production network CreativeDrive Asia ...

Former DDB Group Indonesia and Ogilvy RedWorks executive Dean Cloke named regional MD.

Premium
Podcasts: A sound investment for advertisers?
Premium
1 day ago

Podcasts: A sound investment for advertisers?

Asia's podcast market is still relatively immature—but may hold major advertising potential for brands that can navigate the hurdles.